You can optimize web pages. You can build links. But if you don't focus on content development, you're probably not going to be very successful with search engine visibility.
Which, if you think about it, shouldn't really be surprising at all.
After all, Google wants to serve up the most relevant, and well-received content across the web.
If you don't have content, what incentive are you giving Google to serve up your site.
Many lawyers I talk to struggle with content development. Whether it's because they don't have time, or the skills needed to development effective web content, they just don't deliver.
Unfortunately, many of them get sold on link building packages or other "seo" services without a content strategy in place (or an ill-conceived low-rent content strategy).
Regardless, this approach to SEO is completely upside-down.
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